Battles to Bridges

This book tackles the pressing need to expand the vision of strategic US public diplomacy. It explores the interplay of power politics, culture, identity, and communication and explains how the underlying communication and political dynamics have redefined what 'strategic communication' means in today's international arena.

'R.S. Zaharna has written an important and timely intervention in debates about US strategic communications and offers new insight into the processes of American public diplomacy following the 9/11 terrorist attacks. The author embeds the empirical work within a rich theoretical framework to provide a comprehensive descriptive and analytical treatment of the subject... This will be considered a major work and will be used by students and scholars for many years to come.'- Professor Gary D. Rawnsley, Director of the Institute of Communications Studies, University of Leeds, UK

'R.S. Zaharna has consistently been in the top echelon of public diplomacy scholars. Her views are inevitably informed by both academic theory and professional practice. She fully understands the concept of strategic communications and its pillars in their diplomatic, military and media contexts. This long awaited book confirms that reputation. But, more importantly, it brutally analyzes why a huge gulf of misunderstanding has opened up since 9/11 between the western and Islamic worlds. Policy makers ignore this book at your - and our - peril!'- Professor Philip Taylor, Institute of Communication at the University of Leeds, UK

'Battles to Bridges fills a void in the literature, particularly with its emphasis on culture and intercultural communication as it relates to public diplomacy. The 'C' word is a major void in our PD discussion and literature and I can think of no better expert in this area than Dr. Zaharna to tackle this subject. Her work is theory-rich and well-researched, but she has the added ability of stepping outside the Ivory Tower to communicate her work with a wider audience.'- Dr Nancy Snow, Associate Professor of Public Diplomacy, Syracuse University Newhouse School and Sr. Fellow of University of Southern California, Center for Public Diplomacy, USA

'R.S. Zaharna is a leading voice bringing fresh insights to the study and practice of public diplomacy. Intelligent, lucid, and deeply knowledgeable, her book is essential reading for all who want to understand U.S. efforts to engage diverse global publics in the 21st century.' Bruce Gregory, Adjunct Assistant Professor of Media and Public Affairs,

The George Washington University, USA

'Battles to Bridges is a must piece for practicing diplomats.' Dr. John H. Brown, Adjunct Professor of Liberal Studies, Georgetown University, USA

'Battles to Bridges ... provides solid analysis of nation branding, the distinctions between propaganda and public diplomacy, the importance of ethics, and other topics that will prove valuable to experienced practitioners and scholars as well as to the public diplomacy novice. With this thoughtful, accessible book, Zaharna makes an important contribution to the study and practice of public diplomacy. '

Philip Seib, Director of the USC Centrer on Public Diplomacy, USA, and Scholar of the Year (2009), ISA, InternationalCommunication

Autorentext
R.S. Zaharna is an Associate Professor of Communication at American University in Washington, D.C. and was a Research Fellow with the Annenberg Center on Public Diplomacy at the University of Southern California, USA (2011-2013). She has written extensively on strategic communication and culture, and has addressed audiences in the United States, Europe, the Middle East, and Asia on the challenges of public diplomacy in a global communication era.

Inhalt
PART I: CRISIS PUBLIC DIPLOMACY America's Communication Problem Battle for Hearts and Minds Search for Answers PART II: CHANGING DYNAMICS Changing Dynamics and Strategic Vision Soft Power Differential Communication, Culture& Identity in Public Diplomacy PART III: EXPANDING THE VISION OF STRATEGIC US PUBLIC DIPLOMACY Strategy& Tactics: Conceptual Frameworks Grand Strategy: From Battles to Bridges